Agenda
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Developing FermentedFood Culturein the U.S. into Accessible
Health Food Culture
Team S601 (Hosei University)
Ayaka Sato, Chihiro Nakano,and Momoko Ikeda

Plan Overview
Fermented Food Culture 3.0
AnalysisTargetPersona
Flow of Customer Experience
Promotion of Meal Kits
Menu for Meal Kits
Examples of Menu
How to Encourage Meal Kit Users to Buy San-J Products
Partner Company
Beneﬁts for San-J and the Partner Company
Cost and Proﬁt: Total Cost and Budget
Cost and Proﬁt: Total Proﬁt from Meal Kit CollaborationCost and Proﬁt: Total Proﬁt of Whole Marketing Plan

1

Plan Overview

2

Fermented Food Culture 3.0

Goal : Develop fermented food culture into health foods culture in the U.S.
Demonstrate the adaptability of San-J products to the American culinary culture

Fermented food

Cooperate with meal-kit company(create new gluten-free category)

Our Plan

Enhance accessibility to San-J products

Tasty healthy-foodin American culinary
cultureFamiliarize the US marketand
Increase in the sales ofwhole fermented foodLeads to the purchase of San-J products
3Analysis: Current situation
1.

The largest population in the U.S.

2.

Largest labor force

3.

More than half have children

4.

Health consciousness is high5.

Largest population among meal kitusers

Demand for the meal kitsby millennials is high4

Analysis: Beneﬁts for targeting millennials with children①Promotion of children’s health②Create future loyal customer● Increasing attention
towards health● Celiac disease

Continuous use ofSan-J products from childhood

Emerging demand forgluten-free dietary5● Educate future generation● Create loyal customer
6TargetPersona--Millennials-Millennial parents who
do not have time, butwant to pursue healthand care about theirfamily’s diet.

Partner
Meal kit’sUsers

BusyMainTarget

Lucy Jackson(36)● Meal kit users with noparticular obsessions
with gluten-free

2.2 M

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● Health minded people
who still has not used
the meal kit

Choose San-J’s meal kits because she
found the ads on Facebook● People interested in the
product however has
the barrier of price

HealthMindedworking as a nurse in Washington D.C
live with a husband Tom(36), a son(7), and adaughter(5)family annually earns $90,000 (average)
busy, but always concerns for family’s
health conditioninterested in healthy meal kits
Uses SNS for gathering information●●Sub Target

After using meal kits, she was attracted by thehealthiness of cooking sauce and how they
match American dishes
7

Flow of Customer Experience

8

The Aim of the Collaboration__Developing Fermented Food Culture 3.0__
Receive
Promotion ofMeal Kits

Delivery andExperience

Purchase of
Meal Kits

4 Major Beneﬁts

Purchase of San-JProducts

Promotion ofSan-J Products

FutureGeneration12

Demonstrate
adaptability ofproducts

Emphasize
uniqueness: healthy: gluten-free

3

4

Access to existing
Easier to taste
than buying a bottle and new customers

9Menu for Meal Kits

Promotion of Meal Kits
SNS Promotion
・Face Book
・YouTube
SNS heavily usedby millennials

Web Promotion

Brochures

・Recipe sites

・Existing customers
of meal kit company

People with interestin self-catering

10

Using San-J’s cooking saucesand tamari with official recipe● Improve the sales of cooking
sauces● Proliferate the variations ofuse of tamari

People with interestin healthy meal kits

Choosing established
American daily dishes for menu
1112

How to Encourage Meal Kit Users to Buy San-J Products

Examples of Menu

①Providing a special book

Gluten-Free
TamariSoy SauceTeriyaki Lite

Gluten-Free
KoreanBBQ Sauce

Gluten-Free
Sweet &Tangy Sauce‣ remind of Tamari’s
beneﬁts

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How to Encourage Meal Kit Users to Buy San-J Products (Cont’d)‣ highlight ﬂexibilityof cooking sauce②Providing a sample ofTamari soy sauce③Providing invitation coupons

can experience taste of Tamari‣ users can easily
reach products

inviteMeal KitSample

5%
discount

10%discount

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Partner company

How to Encourage Meal Kit Users to Buy San-J Products (Cont’d)Brochure

SampleInvitation
coupons

UnderstandBeneﬁts

Experience
TasteGet
Financial Aid

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Reducing barriers for purchasing products as much as possible
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USDA Organic
Certiﬁcation

No Gluten-freeSection(Availability)

Market Share〇〇１(Hello Fresh)

〇×２×〇

３××４

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Beneﬁts for San-J and the Partner Company

Cost and Proﬁt: Total cost and budget

Expand the target
andIncrease its sales

Meal-kitCompany

San-J

Raise awarenessandDevelop fermentedculture$13.022KBrochure$32.647K

Shipping$6K

Packaging$6K

Coupon$31.187K

System cost

$0.5K

Total cost

$89.356K

Our budget: 100K
- Maximum cost: 89.356K+$10.644K

Our marketing plan canbe done within thebudget!!

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Cost and Proﬁt: Total Proﬁt from Meal-Kit Collaboration
Minimum
100K
Sets

Promotion

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Cost and Proﬁt: Total Proﬁt of Whole Marketing Plan

Maximum

Minimum

200K
Sets

100K
Sets

150K
Sets

Sales

+$30K

Sales

+$45K

Sales

+$60K

Promotion-$6.511K

Promotion-$9.766K

Promotion-$13.022K

Brochure-$16.323K

Brochure-$24.485K

Brochure-$32.647K

Shipping-$3K

Shipping-$4.5K

Shipping-$6K

Packaging-$3K

Packaging-$4.5K

Packaging-$6K

Total Proﬁt$1.166K

Total Proﬁt$1.749K

Total Proﬁt$2.331K

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Maximum
150K
Sets

200K
Sets

Proﬁt from Meal kit
sales+$1.166K

Proﬁt from Meal kit
sales+$1.749K

Proﬁt from Meal kit
sales3+$2.331K

Seasoningsales+$1908.675K

Seasoningsales+$2806.895K

Seasoningsales+$3742.5K

Coupon-$15.905K

Coupon-$23.390K

Coupon-$31.187K

System cost-$0.5K

System cost-$0.5K

System cost-$0.5K

Total proﬁt$1893.436K

Total proﬁt$2784.754K

Total proﬁt$3713.144K

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References

Thank you for having a time today.
We enjoyedMarketing Competition in Japan with SAN-J.

“As Millennials Near 40, They’re Approaching Family Life Differently Than Previous Generations.” Retrieved(https://www.pewresearch.org/social-trends/2020/05/27/as-millennials-near-40-theyre-approaching-family-life-differently-than-previous-generations/).
“Almost Half of Americans Have Tried Meal Kits.” Retrieved (https://www.progressivegrocer.com/almost-half-americans-have-tried-meal-kits).
“Brochure and Flyer Marketing on a Budget.” Retrieved (https://www.psprint.com/resources/brochure-ﬂyer-marketing-budget/).
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“Meal Kit Market in America.” Retrieved (https://www.oisix.com/shop.g6--column--column34__html.htm).
“Millennials and Gen Z Are Leading Gluten-Free Demand in GCC Region.” Retrieved (https://www.burrwoodassociates.com/post/millennials-and-gen-z-are-leading-gluten-free-demand-in-gcc-region).
“Millennials Overtake Baby Boomers as America’s Largest Generation.” Retrieved (https://www.pewresearch.org/fact-tank/2020/04/28/millennials-overtake-baby-boomers-as-americas-largest-generation/).
“One-Third of Americans Are Trying to Avoid Gluten—But Is It the Villain We Think It Is?” Retrieved (https://nyulangone.org/news/one-third-americans-are-trying-avoid-gluten-it-villain-we-think-it-is).
“Resident Population in the United States in 2020, by Generation.” Retrieved (https://www.statista.com/statistics/797321/us-population-by-generation/).

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